Having an efficient marketing campaign really depends on your choice of words. There are certain words people have negative feelings for, and if you use those words to often you will be thought of negatively. The first example that comes to mind is Energy Solutions. It is a company that stores nuclear waste. Energy Solutions is more positive than, say, Nuclear Waste Disposal Co. or Nuclear Waste Solutions. Another example is former President George W. Bush. In many of his first speeches he spoke of global warming like humans weren’t causing it, but later he changed global warming to climate change. More people believe we are not causing climate change rather than global warming, even though it is essentially the same thing.